Glenmorangie vs Laphroaig:Which is more popular in the United Kingdom?
In September 2026, Glenmorangie had more branded searches than Laphroaig among whisky brands in the United Kingdom. Glenmorangie had about 18,100 branded searches, while Laphroaig had 12,100. Glenmorangie made up 10.8% of all whisky brand searches we track, and Laphroaig accounted for 7.2%. When we asked ChatGPT and Google AI Overviews about whisky brands, Glenmorangie appeared in three of the five answers and Laphroaig in one. Glenmorangie was mentioned before Laphroaig in two out of three answers.
Who do people search for more?
Glenmorangie, about 50% more searches than Laphroaig
Who does AI mention more?
Glenmorangie, mentioned in 3 of 5 answers, Laphroaig in 1
Who does AI recommend more?
Glenmorangie, named ahead of Laphroaig in 2 of 3 answers
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Top whisky brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Glenmorangie was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Laphroaig was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Glenmorangie was listed before Laphroaig in two out of three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Glenmorangie3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Johnnie Walker2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Jameson2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Jack Daniel's1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Glenfiddich1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Laphroaig1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Monkey Shoulder1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Talisker0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
The Famous Grouse0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about whisky brands
5 answers
Asked ChatGPT
“What's the best whisky for a beginner?”
Asked ChatGPT
“Which Scotch whisky is best value in the UK?”
Asked ChatGPT
“What's a good single malt to give as a gift?”
Searched Google, AI Overview
“whisky brands”
Searched Google, AI Overview
“best scotch whisky”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Is Glenmorangie or Laphroaig more popular in search?
This chart shows how often people search Google for Glenmorangie and Laphroaig by name. Each line represents a brand's share of searches for all nine whisky brands we track, month by month, from searches in United Kingdom.
Share of searches by month for Glenmorangie, Laphroaig. The figures are in the table below the chart.
View monthly share of searches table
| Month | Jack Daniel's | Talisker | Glenfiddich | Glenmorangie | Johnnie Walker | Laphroaig | Monkey Shoulder | Jameson | The Famous Grouse |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 29.8% | 13.3% | 13.3% | 10.9% | 13.3% | 7.3% | 4.9% | 6% | 1.2% |
| Nov 2025 | 35.8% | 7.2% | 16% | 10.7% | 8.8% | 7.2% | 5.9% | 7.2% | 1.4% |
| Dec 2025 | 36.3% | 4.9% | 16.3% | 10.9% | 10.9% | 7.3% | 6% | 6% | 1.5% |
| Jan 2026 | 27.4% | 6.7% | 18.3% | 12.2% | 12.2% | 8.2% | 6.7% | 6.7% | 1.6% |
| Feb 2026 | 27.1% | 8.1% | 14.8% | 12.1% | 14.8% | 8.1% | 6.6% | 6.6% | 1.6% |
| Mar 2026 | 29.8% | 13.3% | 13.3% | 10.9% | 10.9% | 7.3% | 6% | 7.3% | 1.4% |
| Apr 2026 | 26.3% | 17.6% | 14.4% | 11.8% | 9.6% | 7.9% | 5.3% | 5.3% | 1.9% |
| May 2026 | 21.6% | 26.4% | 11.8% | 14.5% | 7.9% | 7.9% | 4.3% | 4.3% | 1.3% |
| Jun 2026 | 26.8% | 22% | 12% | 12% | 9.8% | 6.6% | 4.4% | 5.4% | 1% |
| Jul 2026 | 24.5% | 24.5% | 13.4% | 10.9% | 10.9% | 6% | 4% | 4.9% | 0.97% |
| Aug 2026 | 23.7% | 23.7% | 13% | 13% | 8.7% | 7.1% | 4.7% | 4.7% | 1.4% |
| Sep 2026 | 24.1% | 24.1% | 13.2% | 10.8% | 8.8% | 7.2% | 5.9% | 4.8% | 1.1% |
How has branded search for Glenmorangie and Laphroaig changed in the United Kingdom over the last 12 months?
3 findings
- Glenmorangie was ahead of Laphroaig in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Glenmorangie’s share of searches among whisky brands in the United Kingdom moved from 10.9% to 10.8%, and its estimated monthly branded searches moved from 22.2K to 18.1K.
- Across the 12 months ending September 2026, Laphroaig’s share of searches among whisky brands in the United Kingdom moved from 7.3% to 7.2%, and its estimated monthly branded searches moved from 14.8K to 12.1K.
How did search popularity change for United Kingdom whisky brands in September 2026?
2 changes
In September 2026, Glenmorangie lost share of searches among whisky brands in the United Kingdom, from 13% to 10.8%.
Estimated monthly branded searches for Laphroaig in the United Kingdom fell 18.2% over 12 measured months, from 14.8K to 12.1K in September 2026.
How are Glenmorangie’s and Laphroaig’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Glenmorangie’s and Laphroaig’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Glenmorangie
1 branded search term
- glenmorangie
Laphroaig
1 branded search term
- laphroaig
Other head-to-heads among whisky brands
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